Defining Marketing Paper

Marketing is in a part of everyone’s daily lives. We see it the moment we turn on the television, when we go to the grocery store, and even at our jobs. When I think about marketing, I think about all of my favorite restaurants, places to go, favorite clothing brands, and shoes. All of my favorite things come to mind when we discuss the concept of marketing. When I think about marketing, I think of all of the companies that produce my favorite things. Marketing campaigns are those people who work on making the products, finding defects and making improvements, innovating and designing. I also believe that those people are interested customer satisfaction. Those people influence me to keep buying my favorite things.

According to the Basic Marketing text, marketing provides needed direction for production and helps make sure that the right goods and services are produced and find their way to consumers (Perreault & McCarthy, 2004). For now, it is enough to see that marketing plays an essential role in providing consumers with the need-satisfying goods and services and, more generally, in creating customer satisfaction (Perreault & McCarthy, 2004).

Nowadays, customers are concerned with “going green”. Many small and large companies such as Wal-Mart are jumping on the bandwagon for coming up with a “green marketing”. Investors are now making decisions not only based on financial data but also what are the environmental consequences an activity organized by the company will contribute to. Being that Wal-Mart is a known company, their main objective is to build on the company image. They have vowed to reduce its greenhouse emissions from the products it sells to the trucks that deliver them (Friedman, 2007).

After researching, they say that marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products (, 2008). Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer (, 2008).

This definition of marketing reminds me of my workplace at Arden B. As an assistant manager, it is my responsibility to know exactly what the customers wants and needs. The feedback that I receive from our customers is what is important when selling women’s clothing. This type of information goes in a weekly recap sent to the organization so that it will help in the buying decisions for women’s clothing. Knowing the new trends, styles, colors, and fabrics is what will make the company successful because we know what our customers wants and needs.

As mentioned earlier, marketing makes a profit for the organization. This is the importance of marketing in organizational success. From a personal perspective, I will buy certain products that appeal to me more. Such as the design of the product, how well they are promoted, availability, and price. These are all important aspects of marketing that will make a company successful. In addition, anyone can make a good product but how well will it do in the public’s hands? This is why I think that marketing goes hand in hand with advertising. Introducing a product to the public is important because it is the public’s satisfaction that will make the company money. It is also important that marketing be on going. Developing and innovating new products should be in the company’s interest so that they can achieve a bigger customer base. Expanding out to different types of consumers is also important to company success. Each organization should have a marketing strategy that will benefit their company at the best interest of the customers.

Recently Pizza Hut announced to the public the ‘Virtual Waiter’ technology. This online ordering is designed to enhance customer experience. The “virtual waiter” technology gather data from millions of online orders and suggests menu items that best match customers’ orders. Recent statistics show that online ordering is definitely heating up (, 2008). This is a good example of how marketing can make a company successful. Earlier this year, Pizza Hut introduced Total Mobil Access, making the chain the first nationwide to offer ordering via both text messages and mobile web. Thousands of customers have learned it just takes a couple of clicks of your keypad to place your favorite order when you are on the go(, 2008).

ReferencesPerreault, W.D. & McCarthy, E.J. (2004). Basic Marketing: A Global-Managerial Approach(15th ed). Chapter 1: Marketing’s Value to Consumer, Firms, and Society.The McGraw-Hill Companies.Friedman, E. (2007). Companies That Go Green Really Help. Retrieved on May 13, 2008From, (2008). Sales and Marketing. Retrieved on May 13, 2008 from, (2008). Newsroom Press Releases. Retrieved on May 13, 2008 from,